GoodUI BLUEPRINTS

STARTER PACK

10 UI IDEAS TO INSPIRE YOUR A/B TESTING EXPERIMENTS.

LINOWSKI
INTERACTION DESIGN

GoodUI.org/BLUEPRINTS
Hi! Here Is What You Should Know :)

HOW TO USE BLUEPRINTS

Blueprints are ideas that are ripe for testing, and we invite you to do so. Being experimental in
nature, they are waiting to be tried out in the form of an a/b test. Each idea focuses to raise a
given metric such as more signups or purchases and contains a hypothesis to support that.
Blueprints are here for you to stir your creativity and fuel your experiments.

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Please feel free to share, email and/or Tweet this PDF or URL (www.goodui.org/blueprints) with
anyone you wish. This starter pack is free for all to use and get inspired from.

MORE BLUEPRINTS? GET MORE HERE

Liking what you see and want more? We’re adding two new Blueprints each month for members
with a Datastories subscription (www.goodui.org/datastories)

NEED EXTRA HELP?

Would you like to test some of these or other ideas in the form of an optimization project, but
don’t know where to start? No problem. Here at Linowski.ca, we run optimization projects for a
living and would be glad to help out. Reach out to me at jakub@linowski.ca to start a conversation.

LINOWSKI
INTERACTION DESIGN

GoodUI.org/BLUEPRINTS
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B01 FREE-TO-LEAVE PRICING PAGE

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Intent: More Purchases
Version: 1.0

HYPOTHESIS IF freedom is reaffirmed and the loss of not purchasing is made

clear on a pricing page, THEN purchases should increase.
WHAT IF one pricing option was not really a purchase focused one, but instead explained what
would happen if customers chose not to buy? Loss Aversion (GoodUI 30) and Reaffirming Freedom
(GoodUI 54) could be a good match in the context of a typical pricing page.

Some Pricing Page

idea

Some Pricing Page 30 Loss Aversion

Gold Plan
Silver Plan $39 / month
$19 / month Without A Plan
$0, Nil, Nada.
idea
We understand if You don’t
purchase today. The benefits 54 Reaffirming
of <some benefit> and
<some benefit> we’ll just
Freedom
Get This keep to ourselves for now. :)

Get More

idea
54 Reaffirming It’s your choice.
Freedom Take it or leave it.

WHAT TO MEASURE
1. Set the primary metric to revenue with a visit to a goal page.
2. Secondarily also measure individual plan purchases, ideally with page visits and clicks.
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B02 FRIENDS WITH BENEFITS

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Intent: More Signups
Version: 1.0

HYPOTHESIS IF social proof is combined with clear benefits on a landing page,

THEN signups should increase.
WHAT IF an animating counter of someone’s Facebook friends unfolded into a benefit that they are
experiencing, which in turn lead to signup? Using Social Proof (GoodUI 4) and Selling Benefits
(GoodUI 24) could be a good combination worth a try.

Landing Page: Default State

idea
4 Social Proof

Some 0 0 1 2 Of Your Facebook Friends

Have Received <Some Important Benefit>

idea
24 Selling
Benefits

Run animation over 2 seconds.

Then, expand the rest of the content.
Landing Page: Inline Expanded State

Some 0 0 2 7 1 Of Your Facebook Friends

Have Received <Some Important Benefit>
The benefits of < Product or Service > are clear.

You also can signup and <benefit> like your friends

Enter Your Email And Get This As Well

WHAT TO MEASURE
1. Set the primary metric to signups with a visit to a goal page.
2. Secondarily also measure clicks on button.
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B03 FAST-OR-GRADUAL

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Intent: More Signups
Version: 1.0

HYPOTHESIS IF users’ time is respected by giving them the choice for a short
or longer signup, THEN overall signups should increase.
WHAT IF we placed a super quick signup based on Fewer Form Fields (GoodUI 13) against a
lengthier, yet more customized signup with Gradual Engagement (GoodUI 22)?

Some Signup or Landing Page

Let’s Get Started With < Something >

We Can Go About Signing Up In Two Ways

idea
13 Fewer Form Ultra Fast Slow And Steady idea
22 Gradual
Fields If you value your time If you prefer a more Engagement
above all else. tailored start.

Enter Your Email How Would You Like To <Benefit>?

Be Done In 3 Seconds < Benefit 1> < Benefit 2>

(Not longer than 2 minutes.)

The signup process

continues with ad-
WHAT TO MEASURE ditional questions.
1. Set the primary metric to signups with a visit to a goal page.
2. Secondarily also measure clicks on all button separately.
3. Also measure visits to each step in the slow-and-steady flow.
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B04 OPT-OUT ONE BY ONE

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Intent: Higher Plan Purchases
Version: 1.0

HYPOTHESIS IF all plan options are enabled up front and users are forced to
opt-out of them, THEN purchases of higher plans will increase.
WHAT IF we used the Opt-Out (GoodUI 26) approach on a plan page where users would start off
with most options enabled? More so, unchecking each option would communicate that users will be
receiving less - possibly making use of Loss Aversion (GoodUI 30).

Some Plan Selection Page

We’ll Give You Everything!

But Feel Free To Remove What You Don’t Need
idea
26 Opt-Out Get The Most Space (50GB)

Get The Ability To Do <X>

Get Something Else

Finally, Also Be Able To Do <Z>

Create Your Account You’ll Get The X Plan

at $40 / month

Unchecked Option State

idea
30 Loss Aversion
Less is fine too. Hopefully you’ll be happy with 20GB to start.

Get The Ability To Do <X>

WHAT TO MEASURE
1. Set the primary metric to purchases with a visit to a goal page.
2. Secondarily also measure the selected plan purchase.
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B05 BUY-OR-ASK

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Intent: More Leads And Eventual Purchases
Version: 1.0

HYPOTHESIS IF the choice to purchase or ask a product related question is made

visible, THEN eventual product purchases will increase.
WHAT IF an Attention Grabbing (GoodUI 56) footer was applied at the bottom of a product page
that would Reaffirm Freedom (GoodUI 54) with a very clear choice. The user could either purchase
the product or perform a Smaller Commitment (GoodUI 44) of asking a product related question.

A Produt Or Service Page

A Product Just For You

That Helps You With X, Y and Z.

Some Amazing Benefits

Some Social Proof

idea
56 Attention
Grabs
User Scrolls To Bottom Of Page
Scrolled Down State
idea
44 Smaller
Commitment
Your Choice Get Yours Today Or Ask Us Any Product Question if it’s too soon to purchase
idea for only $29 Ask
54 Reaffirming Footer becomes
Freedom “sticky” once page
bottom is reached
Asked State

Your Choice Get Yours Today We’ll Also Need An Email To Get Back To You
for only $29 Get That Answer

Question is answered
later by support staff
WHAT TO MEASURE
1. Set the primary metric to purchases with a visit to a goal page.
2. Secondarily also measure each question request.
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B06 SUPER SMART DEFAULTS

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Intent: More Signups
Version: 1.0
Guido García Bernardo
Inspired by www.svbtle.com/signup

HYPOTHESIS IF additional fields (ex: first & last name) are prefilled based on an
entered email, THEN the number of signups will increase.
WHAT IF following fields were filled out automatically based on the provided information from
some preceding fields higher up. This would be making use of Smart Defaults (GoodUI 28) and
Upfront Progress (GoodUI 42). As an example: a user first enters their email address, from which
their full name and description are automatically prefilled.

Signup Page

Hey There

Email

Choose a Password
First name

Last name

Get Your Account

idea
User Fills Out Email Address
28 Smart
And Focuses On Password
Defaults First Field Filled Out State

Hey There

email joe@hotmail.com
idea
password
42 Upfront
first name Joe Progress
last name Smith

Get Your Account

Additional fields
are prefilled

WHAT TO MEASURE
1. Set the primary metric to signups with a visit to a goal page.
2. Secondarily also measure clicks on the call to action.
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B07 TARGETED BENEFITS

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Intent: More Signups Or Purchases
Version: 1.0
Aaron Davis
www.aarondavdesign.com

HYPOTHESIS IF users identify themselves with a group which then tailors content
based on their choice, THEN conversions will increase.
WHAT IF users were made to choose a segment or target audience label when they first landed on
a page. Making use of Telling Who It’s For (GoodUI 9) combined with Transitions (GoodUI 21) the
content below could then organize based on the selection.

Product Page

idea
9 Telling Who We Know Our Product Isn’t For Everyone
It’s For
It’s for Interaction Designers Marketers Growth Hackers Which one are you?

Here is what it does

User Selects Target Audience

Reorganized Content State

It’s for Interaction Designers Marketers Growth Hackers Which one are you?
idea

Nice. The 3 reasons why Interaction designers love <Product X> are ... 21 Transitions

WHAT TO MEASURE
1. Set the primary metric to signups or purchases with a visit to a goal page.
2. Secondarily also measure clicks on each of the target audience options.
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B08 CURIOSITY PRICING

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Intent: More Signups Or Purchases
Version: 1.0
Francisco Jofré Núñez
www.twitter.com/fcojofre

HYPOTHESIS IF pricing is hidden and only shown in in the context of its value at
the end, THEN purchases will increase.
WHAT IF pricing information with hidden from view and only teased at the bottom of the page
with some Curiosity (GoodUI 49). When the time is right, the user could unveil the pricing
information along with with proper framing of the value (GoodUI 51) and Anchoring (GoodUI 41).

Product Page

Our Product / Service Is So Awesome ...

idea
41 Anchoring
idea
49 Curiosity The Price Is
One thing is for sure, it will save you $100s in <something>

Show The Price

Shown Pricing State

Ok, Let’s Talk Price idea

51 Price
It’s only $59/month and here is why we charge what we charge: Illusions
We want to serve you the highest quality
It’s actually worth anywhere between $500 - $1000 because of <x>
If you look at it another way, it’s only $0.50 per <some item>

Purchase & Get Your Product

WHAT TO MEASURE
1. Set the primary metric to purchases with a visit to a goal page.
2. Secondarily also measure clicks on “Show The Price” button.
3. Also measure how many people reached the bottom of the screen.
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B09 I KNOW YOU ADDED TO CART

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Intent: More Purchases
Version: 1.0
Jonathan Horowitz
www.twitter.com/UXJAH

HYPOTHESIS IF customers are provided with random rewards and offers after
leaving with items in their carts, THEN purchases will increase.
WHAT IF return customers were teased with Variable Rewards (GoodUI 55) after leaving a site with
an unpurchased item in their carts. Could Scarcity (GoodUI 36) based offers sent out with some
randomization help to close the sale?

A return customer adds X item(s) into their cart, who is already recognized through past
purchases, but then leaves to come back another day (possibly with an email reminder).

Return Visit

idea
Hi. Were you still interested in ...
55 Variable Some Website Headline < Product X >
Rewards

We really appreciate you as valued customer, idea

and we’d like to give you one of these last 3 36 Scarcity
items at $5.00 off, if you buy today.

Get It At $5 Off

Nope, I’ve lost interest

WHAT TO MEASURE
1. Set the primary metric to purchases with a visit to a goal page.
2. Secondarily also measure return visits to the site.
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B10 PLAN YOUR PURCHASE

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Intent: More Purchases
Version: 1.0
Darragh McCarthy
www.twitter.com/drraah

HYPOTHESIS IF users express their maximum budget for a site which could be
used as a personal reference point, THEN purchases will increase.
WHAT IF the content on a site was organized based on a user expressed budget. The high budget
number could then be used as an Anchor (GoodUI 41) by first showing suggestions which fall in
below that provided amount.

Product Page

Before We Go Much Further

What Do You Think Is Your Maximum Spend For A <Product Category>?

$100+ $80 or so $60 or so $40 or so $20 or so I Have

No Idea
We’re asking in order to tailor what we can offer to you.

Selected Budget State

idea
Thanks For Letting Us Know You Want To Spend Around $60 or so Adjust 41 Anchoring

Option A: For Just $34

We can get you this

Option B: For Just a Bit More +$10

We can get you something even better

WHAT TO MEASURE
1. Set the primary metric to purchases with a visit to a goal page.
2. Secondarily also measure clicks on each of the budget options.
 Thanks

HOPING YOU WERE INSPIRED

Also a big thanks to all the GoodUI readers who contributed with their amazing ideas (I still haven’t
managed to sketch out all of the submitted ideas - but will be adding additional ones and crediting
more people in the future ).

LINOWSKI
INTERACTION DESIGN

GoodUI.org/BLUEPRINTS